B2 b marketingprofs_socialcrm

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 1 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 1

Leslie Lau, Cisco Systems @lelau

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Public 2

Cost of renting a list = $

Cost of an agent making a call = $$

Cost of managing a call center annually = $$$

A customer expressing interest proactively:

Priceless



The Evolution of Social Media Chapter

The Breadth of Social Data Chapter

Developing Social Intelligence Chapter

Personalizing the Experience Chapter

Building Your Own Capabilities Chapter


2005 Experimental

2010 Operationalized

2015 Integrated

Proof of Concept

People, Process & Communities

Integrated Technology & Platforms

Social Engagement


Collect Enrich Use

Engagement


Social Login

Social Conversation Content

Social Personas

Cisco Contact Data

Business Data: Support, Transactional, Web, etc.

Todd Smith



Radian6 API

Cloudera Hadoop File System

Tiger Me

RapidMiner

SocialMiner

API

Tableau

Flume

Webex Social

Widgets SMLC

Private Data:

Communities,

Blogs

Enables teams to import both private and public social

data into a Cisco-internally owned area.

Enables high throughput access to large social

datasets.

Expands dataset inclusions to PDF, PPT, JPG, and

DOC data.

Expands data analysis across multiple tools of choice,

per team preferences.

Expands reporting across multiple tools of choice, per

team preferences.

Service for efficiently collecting, aggregating, and

moving large amounts of data.

SAS

1

2

3

4

5

6

Our Social Data Lab leverages a highly efficient social data infrastructure for

latent-free distribution of statistics-driven customer and competitor intelligence

predictions.

Mahout


It all started with this…


Socially Passive

• Spectators

Socially Active

• Joiners

• Collectors

Socially Engaged

• Critics

• Conversationalists

• Creators

• We use Social Personas that help us to classify a contact into overlapping levels of social participation

• These personas are then used to improve detection of buying behavior by incorporating the contact’s social interactions with existing data


78.7%

63.6%

54.6%

8.3%

12.2% 14.2%

3.8% 6.3% 6.3%

9.3%

18.0%

24.9%

Passive Active Engaged

Low

Medium

High

Very High

% Social Persona Categories by User ID


Test & Target Offers

Email Marketing

We can target users based on their social personas, allowing us to personalize campaigns, offers, and content in new ways.

Socially Active Socially Passive

Example: Target emails to socially passive individuals to encourage them to join a community.


Listening identifies a support issue

Customer

Intelligence

Center

!

!

Gather Customer Insight

Auto prioritized based

on insight

!

Positive experience

shared socially

24/7 Response

Network

!

Route for response


Social listening identifies an

opportunity

Customer

Intelligence

Center

!

!

Gather Customer Insight

Deliver a targeted offer /

response

!

Lead is nurtured &

closed

24/7 Response

Network

!

Click-to-Chat for private

conversation


Requires Innovation and Doing Business Differently

Analyze and Enrich

Your Understanding

of the Customer

Build Scalable

Processes and Use

Social Intelligence

Listen and Collect

Social Data

Engage with Your

Customers in

Conversations


Social Listening

Social Data

Social Personas

Predictive Analysis


“We’re past the point where the social thing is a fad,” says Breed. “People get that it’s the way we do business…"

Jason Breed, Social Media practice lead for Accenture


Thank you.